Examining the Role of Adoption of Artificial Intelligence and Digital Transformation on Supply Chain Resilience and Value Co-Creation: the Moderating Role of Market Uncertainty

Document Type : Research/ Original/ Regular Article

Authors

Assistant Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran

Abstract

Digital transformation is positively associated with value co-creation leading to supply chain resilience. The main goal of this research is to examine the role of adoption of artificial intelligence and digital    transformation on the supply chain resilience and value co-creation with the moderating role of uncertainty in the market. The current research is based on the purpose of applied research and also based on how to obtain the required data; it is a descriptive and correlational research. The statistical population of the   current study includes all knowledge-based companies in Urmia. The sample size was 45 companies from   Urmia's knowledge-based companies based on simple random sampling, and 135 questionnaires (three questionnaires per company) were distributed among managers (senior, supply chain and marketing). The data collection tool was a standard questionnaire whose validity was confirmed by experts and its          reliability was estimated using Cronbach's alpha coefficient. Structural equation modeling was used to   analyze the research data. The findings of the research showed that the adoption of artificial intelligence and digital transformation has a positive and significant effect on the supply chain resilience. In addition, adoption of artificial intelligence and digital transformation has a positive and significant effect on value co-creation, and value co-creation also has a positive and significant effect on supply chain resilience. Also, the research results show that a positive and significant effect was found between artificial intelligence and digital transformation with the moderating role of uncertainty in the market. Based on the results, the  adoption of artificial intelligence technology can play an important role in improving various functions of supply chain management. Therefore, managers and policy makers should have a good understanding of this emerging technology and how it affects supply chain resilience.
 

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References

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Supply Chain Management
Volume 26, Issue 85 - Serial Number 85
Serial number 85. Winter 2025
March 2025
Pages 35-46

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History

  • Receive Date: 14 October 2024
  • Revise Date: 05 November 2024
  • Accept Date: 11 February 2025
  • Publish Date: 10 March 2025

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